Live Nation has named Nashville veteran Sally Williams as its new president of music and business strategy for the city.

In her new role, Williams will help to drive the entertainment giant’s overall business and entertainment strategy in the market, including venue and client development.

She will lead the company’s overall efforts in the programming and marketing of concert activity in the greater Nashville market, and collaborate with local artists.

Williams will also oversee operations of Live Nation’s existing portfolio of Nashville venues, including Ascend Amphitheater, The Quarry and The Brooklyn Bowl, while also leading efforts in the development of new venues.

President of US Concerts, Bob Roux, who Williams will be reporting to, said: “Sally is a Nashville music industry icon, and the perfect executive to oversee Live Nation’s growing footprint in Nashville.

“She’s spent decades contributing to the success of Nashville artists, venues, and events, and certainly the community itself, and we’re extremely fortunate to have someone with her industry knowledge and dedication to live music join our company.”

Williams joins Live Nation from Opry Entertainment Group, a division of Ryman Hospitality Properties, where she served as the senior vice president of programming and artist relations, as well as general manager of the Grand Ole Opry, a weekly American country music stage concert in the Tennessee city.

She oversaw booking, programming, artist relations, artist collaborations and show production across the group’s venues, including: Grand Ole Opry, Grand Ole Opry House, Ryman Auditorium and Ole Red.

Williams said: “For decades, Nashville has not only been my home, but also my passion. It’s been a privilege to be in the middle of such incredible growth and I’m excited about what’s on the horizon. Live Nation has built a strong business here and has a terrific team in place. It will be an honour to collaborate with them to create world class experiences for fans and artists here in Nashville and beyond.”

The executive is also serving as co-chair of the Music City Music Council and as marketing chair for the Country Music Association board of directors. She also is a member of the Academy of Country Music, the Americana Music Association, the International Association of Venue Managers, and the International Entertainment Buyers Association.

Image: Chris Hollo/Live Nation